In today’s digital landscape, building a brand community is no longer optional, it is more than that, essential. Successful brands are not just selling products and services; they are creating meaningful connections and increasing the sense of belonging. They started to build a brand community, which is crucial for sustainable growth.
Why Are Communities Powerful?
Brand community is a group of loyal customers or affiliators who share a common interest in a particular brand and engage with it regularly. This group extends beyond simple transactional relationships to deeper emotional connections. Brand community is very powerful because:
- Increased Customer Retention:
Communities create a sense of belonging, which in turn drives customer loyalty or even increases the motivational drive for the affiliators to promote products and services. When customers and affiliators feel connected to a community, they are more likely to remain engaged with the brand, purchase and promote repeatedly, and recommend it to others.
2. Valuable Feedback:
A strong brand community serves as an ongoing source of feedback and insights. Customers and affiliators are willing to share their experiences, frustrations, and suggestions for improvement, where from the communities, it can offer direct insight into customer needs and preferences.
3. Word-of-Mouth Marketing:
Brand community members often become natural promoters, and the word-of-mouth marketing is incredibly powerful. They share positive experiences which can attract new customers and affiliators.
4. Sense of Belonging:
Nowadays, in a world that can feel fragmented and isolating, people tend to crave for connection. A brand community provides a space for like-minded people to connect and strengthen engagement.
Steps to Foster Engagement and Belonging
Building a successful brand community requires strategy. Follow these steps:
- Define Your Purpose and Value:
Your community should align with your brand’s mission. As an example: Rintik Skincare attracts affiliators and customers who are passionate about mom and baby, especially life and role as a mom itself.
2. Foster Authentic Conversations:
Engage with your audience genuinely. Create platforms where customers and affiliators can discuss and learn topics beyond your products. As an example, Rintik Skincare provides a safe-space for their community members and conducts a lot of activities such as webinars, seminars, class, etc.
3. Reward Engagement and Loyalty:
Implement loyalty programs and offer exclusive perks to active members, as seen in Sephora’s Beauty Insider Program.
4. Incorporate User-Generated Content (UGC):
Encourage your audience to share their own content related to your brand. As an example, GoPro excels at this by promoting user videos shot with its cameras.
- Create Exclusive Experiences:
Offer special events or early access to products, making your members feel valued, like Nike’s exclusive running clubs.
Skingame’s Community Success
An excellent example of a brand that has turned followers into brand advocates is Skingame, a skincare company that focuses on clean, cruelty-free products.They started by creating a private group where customers could discuss skincare routines, ask for advice, and share testimonials. Through personalized engagement, live Q&As and UG promotion, skingame turned its followers into loyal advocates who helped drive the brand’s growth.
Actionables Steps to Build Your Own Brand Community
- Define core values that resonate with your audience.
- Engage meaningfully on social media.
- Offer exclusive content and rewards for loyalty.
- Host virtual or in-person events to foster connection.
- Encourage user generated content to give your community a voice.
Listen about Skingame’s community build up story on Insight Box Podcast on Spotify. Subscribe to our newsletter for more insights on building brand communities and creating meaningful connections with your audience. Let’s grow together!
Source:
Albert M. Muniz, Thomas C. O’Guinn, Brand Community, Journal of Consumer Research, Volume 27, Issue 4, March 2001, Pages 412–432, https://doi.org/10.1086/319618
Fournier, S., & Lee, L. (2009). Getting Brand Communities Right. Harvard Business Review. Retrieved from https://hbr.org/2009/04/getting-brand-communities-right
GoPro’s Community and User-Generated Content: GoPro’s website (www.gopro.com) and marketing campaigns highlight the success of user-generated content in fostering a loyal community.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing, 66(1), 38-54. https://doi.org/10.1509/jmkg.66.1.38.18451
Nike Running Clubs: Nike’s website (www.nike.com) and their apps showcase how they create exclusive events and experiences for their brand community, especially in fitness and running circles.
Sephora Beauty Insider Program: Sephora’s official website (www.sephora.com) provides insight into how they structure their loyalty program to engage their community.
